By the end of 2015 , mobile web traffic had surpassed desktop internet usage, and the situation has not changed since. A 2018 study by Statista confirms that smartphones generate 52.2% of online traffic worldwide. It makes sense that mobile marketing is becoming more and more important and that mobile devices dominate communication .
What is m-marketing?
This concept refers to all the techniques used by a company, to promote its brand or product , exploiting all the resources that mobile devices can offer. It is about promoting a brand or product, in an optimized way , via smartphones and other mobile devices .
As a marketing strategy, m-marketing allows a company to reach a wider audience. Focusing solely on users of digital office equipment can be a limiting factor.
Why is this type of marketing important?
There are six essential points that distinguish m-marketing.
- Users spend 89% of their time on mobile apps .
- Because mobile devices are smaller and lighter than computers , users can easily carry them anywhere and make purchases at any time.
- Mobile speeds up purchase time by 20%.
- Compared to last year, 50% of smartphone users expect to buy something immediately using their device.
- 91% of smartphone users plan their purchases or buy individual items, after seeing relevant advertisements.
- 40% of online transactions are made on mobile devices.
What options should be adopted?
There are, for a business, a wide variety of mobile marketing techniques to try. Factors such as your budget , specific industry , and customer segment can determine the success of the strategy. That said, here are some mobile marketing options:
Mobile App Marketing
Mobile apps allow businesses to include ads , in specific mobile apps. Facebook gives excellent examples of this alternative.
In-game ads
This approach refers to all ads on mobile devices that appear when certain games are open or running. These ads can take the form of a full image , pop-up banner , or video ad , which appears on loading screens .
Quick response barcode (QR codes)
A phone's camera can scan these barcodes . Then, customers are redirected to the associated site, where they can get more information about a particular brand.
Mobile banner ads
These banners are pretty much the same as those in the office. However, they are small enough to fit the screens of mobile devices.
Proximity marketing or Bluetooth
With this approach, consumers receive location-specific ads through their devices' Bluetooth .
Voice marketing
This is the use by companies of computer products, including robocalls , to promote their products or services. It is up to the customer to decide if they want to hang up or listen to the phone call.
SMS marketing
This mobile marketing method is, by far, the most common . Marketers use this medium to send customers, offers, and other relevant information through their mobile gadgets.
Some concrete examples of mobile marketing strategies
Over the years, many brands and organizations have invested in mobile marketing strategies in order to make the most of their marketing budget . Examples include:
National Geographic
In a bold move, the National Geographic Channel has created a mobile marketing campaign aimed only at tablet users with access to a home Wi-Fi network . The campaign provided them with relevant information on their tablets, for a co-viewing experience while a program was broadcast on their TV.
Ford
When releasing the new Taurus and Escape vehicle models, Ford created a mobile marketing strategy. This strategy combined mobile viewing and SMS capabilities. If a person was interested in one or the other of the vehicles and wanted more information, they just had to send a text of one word to a short code . Once a prospect has sent the text, they are contacted , provided with relevant information, and asked for their name and zip code. This information was then sent to the nearest dealer from where a sales professional contacted them .
The steps of a mobile marketing approach
Research your target customers
A marketer needs to conduct extensive research on their consumers' habits. This information allows the marketer to create personalized advertisements .
Capitalize on social media opportunities
To effectively promote a brand, marketers need to create great ads that attract a large number of social media users.
Set goals
Setting goals helps measure the results and progress of your mobile marketing strategy.
Create mobile-friendly campaigns
The goal is to promote a brand via mobile devices. It will therefore be necessary to create content, applications or websites adapted to mobile use.
Do location-based marketing
This is one of the most effective ways to deliver relevant ads to the target audience.
Consider the unique characteristics of mobile devices
For example, you can create ads that can be manipulated by the different characteristics of mobile devices.
Offer rewards
By offering rewards or offers , you'll inspire potential customers to take action.
Finally, compared to other forms of marketing, mobile marketing has several important advantages. In addition, the technique is easy , relatively cheap and allows to obtain a high TDC (click-through rate). M-marketing is an undeniable lever to enhance your awareness , facilitate the customer experience and generate sales .
